How cognitive biases quietly shape decisions (and how to design with them) We love to think we’re rational. We weigh options. We compare features. We make calm, logical decisions. And then we buy something because it felt right. Or urgent. Or familiar. Or safe. 😅 Science has been gently (and repeatedly) ruining the rational human myth for decades. Researchers like Kahneman and Tversky showed us that human decision-making doesn’t follow neat logic trees. It follows shortcuts.

We like to believe we make logical decisions. We compare options. We weigh pros and cons. We calmly choose the best solution. And then… we buy something because a sentence felt reassuring or a button said “Most Popular.” 😌 That’s not a failure of intelligence. It’s how brains work. Cognitive biases and psychological triggers are the mental shortcuts our brains use to move faster through the world. They shape how we perceive value, risk, trust, and urgency often without us re

When people talk about optimization, it often sounds like one thing: testing. A/B testing. Statistical significance. Sample sizes. Confidence levels. And if you’re just starting out or working on a low traffic site, that can feel… disqualifying. Like you’re not allowed to play yet. Here’s the truth that doesn’t get said enough: optimization is much bigger than testing. Testing is one tool, not the whole discipline. Psychology, UX, behavior, analytics, copy, technical performa